Notifications rank amid the most widespread features in mobile apps. Whatever they may concern – a message or a comment in a social network, an update of an app, an announcement or a reminder – notifications are made to bring useful information to users in a convenient way. However, these seemingly simple parts of your software require as much thinking as anything else, especially in terms of the message you want to send. After all, if you pay less attention to tinier things, it’s much easier to make them bad.
What’s In A Notification?
Apple divides notifications into local and push (remote) ones. The difference has been very clearly set by Apple:
– Local notifications are scheduled by an application and delivered on the same device.
– Push notifications, also known as remote notifications, are sent by your server to the Apple Push Notification service, which pushes the notification to devices.
Aside from alerts and banners, notifications include sounds and badges, as exemplified by iOS. This is what’s visible to users. Badge numbers usually indicate a number of specific things (upcoming events, unread messages, or updates /files to download). An app can also specify a short distinct sound to alert the user.
Functional Notifications: Right Time, Right Place
Local notifications are delivered to users when the app runs in the foreground. They are often used for asking users to rate the app and write a review, offering rewards, offering to download and install a new update, as well as offering to show new features afterwards. All this works for encouragement of users, for the sake of rich experience.
Push notifications involve interactions with the server, and they are usually delivered to users when the app runs in the background. While local notifications engage users, push notifications draw users back to the app.
In a nutshell, quality of the message defines its success. Both push and local ones are widely used in mobile marketing. And it’s quite easy to keep in mind the following things that will help your notifications be healthy.
Notifications In Marketing: How Not To Overdo
Notifications are made to draw users’ attention. But for the same reason they get overused, since any app owner can find so much to inform users of. But notifications in marketing must mean effective dialogue and clear answers to their questions, not mobile spamming. Let your users decide whether they want to receive anything, how they will receive it, and which topics would be relevant for them.
– Abusive apps are generally hated – irrelevant and interruption notifications are treated by many as eye-offenders, and are hated as much as irrelevant ad banners with striking colors. While users love the value that’s given by apps, they hate everything valueless.
– Content and frequency of notifications matter. The less personalized these notifications are, the more annoying they will seem to users. Different users find value in different information and different message. Then they can decide whether to open the app or dismiss the notification.
– Timely notifications mean success. The schedule of notifications must be properly written, with adjustments to time zones. They can be recurring – daily, weekly, monthly, etc.
– It is always recommended to take notice that push notifications, requiring Internet access, drain the smartphone battery – another good reason for not to overdo it.
The rule here is turn to the right people with the right offer and be moderate at that. Unfortunately, each of us must have encountered at least one app where this rule is broken to a certain extent. Instead of location-aware and relevant offers, news, and reminders, users can simply get a perfect anti-engagement tool, which will be abandoned.